Marketing can support and spearhead these initiatives through a variety of key practices:
Helping build insight-driven prospecting profiles and buyer personas to inform smart audience targeting.
Pinpoint job titles and functions of decision makers and purchase influencers at target accounts for focused prospecting.
Supply the sales team with quality content to engage and build relationships with buyers.
Develop ads and campaigns that align with the sales team’s narrative and support their approach.
Execute inbound marketing strategies via email, SEO, social media marketing, and more.
Analyze results and help optimize programs and strategies.
Sales Content that Breaks Through
One of the ways that marketing typically supports sales is by providing content and resources to share with prospects. LinkedIn provides a contextually fitting environment where members are on the hunt for business-related content that helps them professionally. That means higher CTRs and stronger intent. For example, well-crafted messages on LinkedIn can drive 300% better results than emails.
Increase B2B Prospecting Close Rates
Filling the pipeline with a high volume of leads is rather meaningless when those leads convert at a poor rate. In fact, it can be counterproductive and suppressive for your business development efforts, because reps are wasting their time on futile opportunities. Sellers enjoy 17% higher win rates on Sales Navigator; when sales wins, marketing wins.
Traffic Views: Organic, Direct, Referral
Web traffic is one of the core currencies of marketing. While it could be construed as a vanity metric, the fact is that it matters a lot: people need to be visiting and viewing your web pages, content, and assets. LinkedIn helps drive quality traffic in all forms, be it organic, direct, or referral traffic. In-depth analytics allow you to learn about those who are consuming and interacting with your content.
Leads from Downloads
Got a great ebook or interactive guide that is highly pertinent and useful for a specific audience? Run an ad campaign on LinkedIn to promote it and use Lead Gen Forms to gather data for your B2B prospecting efforts.
Leads from Social Media Posts
Even something so simple as a post on social media can generate leads. Marketers can work with their partners in selling to develop content, tips, and advice that make salespeople stand out on social media and generate interest from buyers in their networks. Use intel from Sales Navigator and LinkedIn Sales Insights to inform your efforts.
Leads from Webinars and Virtual Events
Webinars and virtual events have arisen as key tactics for demand generation in an increasingly digital environment. When marketing and sales work together to develop compelling content and deliver memorable experiences, these virtual gatherings can become powerful B2B prospecting conduits.
